The downside of premiumisation

Jeff Siegel says that not all ‘premiumisation’ in the US is what it seems – and that this may bite the wine industry.

Photo by Scott Warman on Unsplash

Every number, every study, every expert and every trade group says the same thing: premiumisation has become a part of the US wine business, and all will benefit as the consumer spends more money for a bottle of wine.